The Paradox of Choice

In our minds, having choice instantly means we’re in control. We have the power to decide and to choose what we want. This sounds like it’s freedom. Being “in control” and having the feeling of power through the choices we’re able to make, choice gives short term happiness. As said in Chuck Klosterman’s chapter “Here’s Johnny”, “choice makes us depressed. We just don’t realize it”. Klosterman suggests the idea, although he isn’t the first one to make this claim, choice makes us think we’re happy, but makes us unconsciously sadder, which gives us the paradox of choice. Klosterman explains this hypothesis through Barry Schwartz, a professor of social theory at Swarthmore College. Schwartz suggests that “the culture of abundance robs us of satisfaction”, and refers this to “choice overload”. Relating this claim to my own experience, it’s true. I’ll be flipping through channels with a bunch of different and great shows on to watch, all at the same time. Sure I will temporarily feel happy there’s so much variety of what to watch, but once I finally make my choice after much debating, during the commercials I’ll be flipping to the other shows, to see what I missed out on. Choices gives me the feeling of contentment and control, but I then find myself questioning “What if…”. What if I had watched the other program instead, or bought that other shirt instead, or wore that top to school instead; I’ll often find myself later regretting my choice only to assume I missed out not choosing the other option instead.
In Chuck Klosterman’s reading, he focuses on how the paradox of choice creates loss of experience. Throughout the reading, Klosterman uses the example of the death of modern pop culture icon Johnny Carson. During the 60-70s, it didn’t matter who you were or what you were; you knew Johnny Carson. When you tuned into The Tonight Show at 11 at night, you were tuning in with majority of the American’s with a television, an experienced you shared with them. Even if you didn’t watch The Tonight Show, you knew who Johnny Carson was, this was a shared experience by Americans, the culture icon Johnny Carson. It didn’t matter if you found him entertaining or not, Johnny Carson seemed more famous than anybody, and he brought American’s together.
Now, with the rising advances in technology and products, we have choice. Klosterman states that we always want more alternatives claiming it’s a good thing, and it is a good thing which we are aware of, but only for a certain amount of time. With more choice, we often find ourselves regretting, wondering that “What if…”. More choices also causes us to have less shared experiences, which is where Klosterman suggests that “choice isolates us” overtime. With more alternatives on the television, we’re not all tuning into the same show every night, nor have that common subject between us anymore. Why? Because we all chose to watch something different on a Saturday night. So when the time comes that we’re in a group at school, or at work, and a character from Grey’s Anatomy, or Dancing with the Stars comes up in a conversation, not everyone will be able to relate, thus creating a smaller bond between people.
Despite choice giving us this feeling of control and power, in the long run it unconsciously makes us unhappier. More choice causes separation, the feeling of isolation, and regret amongst us, as suggested in Klosterman’s “Hey Johnny”. It’s funny, just last week I found myself you tubing “Kaba Modern” from America’s Best Dance Crew, cause I had no idea what my friend was going on about, since I chose not to watch them on TV.